This past weekend I was helping clean out a 50 year old house. An old house with 20+ year old dust, and belongings which date beyond even that. Belongings that i couldn't help but deem as treasure. So i couldn't help but keep a few of them. One of which was an old tube used to hold drawings. On it was a lost and found of old stickers and labels.
Keeping with some of the recent readings, i set out in search of some cliche typography. Then I found this old alcoholic-beverage label for "Labatt's Velvet Cream Porter". Having been of a reasonable age, I decided to compare it to some more contemporary bottles of brew. What i observed was the still constant use of italic, calligraphic, serif type. Used often for words like "Lager", to suggest a sophistication or elegance. Often seen along side an assortment of styles, this cliche style is used to emphasis certain words. It allows use to conjure up classic connotations of tradition, that only a such a cliche can get across. So it's often used with little second thought, and is widely acknowledged. The type draws alot from its historical background and past use.
An example of how effective cliches can be, and how some are effortlessly planted in communication.
- Phil Roberto
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